Know where and how to use keywords in your content for maximum searchability. Many marketers will have seen a technical SEO checklist in their time. Any time a site migration is approaching or a technical audit is scheduled, a checklist tends to appear. The truth about improving website search engine rankings is writing content that people are searching for and actually want to read. The main text content on the page must be unique to avoid Google’s page quality algorithms.

Create high-quality content on a recurring basis

SEO criteria frequently changes and becomes more difficult, so many website owners (and so-called SEO professionals) fall out of their practice claiming that SEO is dead. Would you rather read 5 articles about one subject, or one or two well thought articles with significant amounts of data or thought process to back them up? Search engines are not impressed by a vast vocabulary; they want you to be consistent throughout the article. Backlinks are important for Search Engines and users alike. From a user’s perspective, backlinks provide a way for people to find other sources of information on the same or related topics.

Minimize site load time

Duplicative or unnecessary website content can also hold you back from your true ranking potential. How well written your content is and how much it brings value to the searcher is paramount to its success on Google's SERPs. Linking out to well-respected authority sites will not only increase the relevancy of your content and time readers spend on your site, but it is also believed to send trust signals to Google and improve SEO ranking. A title tag is used by search engines to display a page in search results and can also be found at the top of your browser. Title tags tell search engines and searchers what the page is about.

Use Outbound Links

A major consideration when creating internal backlinks is how you link different assets together. Study your niche (a.k.a. know your target audience!) and write specifically for the purpose of helping them. Your website’s health will not only impact your SEO results but will also have a hand in how well you’re able to convert your traffic. Gaz Hall, an SEO Expert from the UK, said: "Keywords are still a factor in content, but with the Hummingbird update in 2013, the way they are used, viewed, and searched has changed dramatically."

Consider your audience

SEO is about providing value, not tricking search engines into ranking you higher. Importantly, Google is now looking for ways to improve its understanding of non-written words such as through videos and audios, and of course, images. Link to page relevance is if the link is relevant on the page; that is to say if the link makes contextual sense on the page itself. When building backlinks to your website, you have to make everything look as natural as possible. It’s normal that a website has most of its links to the homepage.